Leveraging AI to Build Innovative Brands: Use Case - Part 3 of 5

Leveraging AI to Build Innovative Brands: Use Case - Part 3 of 5

Considering a new brand to better represent our AI expertise, we plan to depart from our decade-old, generic ‘System in Motion’ name. We will use generative AI to suggest unique, protectable brand names.

In this series of five articles, we will attempt to build a new brand identity. We will see how much AI can help us, analyze mistakes in our prompts, and learn more about how to leverage AI in creative processes.

Disclaimer: we are not branding experts; we are exploring this field through our company’s journey. We don’t advocate replacing branding agencies. Many companies don’t have the budget or access to professional agencies. These companies can benefit from generative AI.

In the first and second article of the series, we covered the basics of establishing a brand. When we started, we only had our Purpose, Mission Statement, and our Core Values. In six prompts we established, in great detail, all our new brand elements .

Our New Brand!

Let’s go directly to the point. We need a brand that represents all these characteristics, one that is memorable, unique, available. Let’s give our requirements into the next prompt. As we are still in the same conversation, all the elements are part of the conversation and will be used as context.

Since this is a creative process, we will request multiple brand name propositions. We will ask for twenty, and repeat the process, to gradually direct the model towards the best outcome. This is the typical process of creative use cases. The creativity comes from guidance of the user. The model is only here to quickly generate options.

Prompt 7A

Give me twenty potential brand names based on our brand elements. We need the name to be easy to remember, easy to pronounce in the top ten languages in the world, not used by any existing company.

Answer

Creating a brand name that is memorable, easy to pronounce in multiple languages, and not already in use can be quite a challenge, but it’s crucial for establishing a strong presence in the global market. Here are twenty potential brand names that align with your brand elements:

• AITransformX
• NexGenAI
• AImpactPro
• IntelliMastersAI
• AIAdaptPlus
• PioneeraAI
• AIEnhanceHub
• ClearPathAI
• AIRevolveTech
• AIVanguardTech
• MasterlyAI
• AIAscendPro
• AIFusionWorks
• AIInnovateEdge
• AIPioneerPro
• AIThriveSphere
• AIGeniusHub
• AIForwardLeap
• AICatalystPro
• AIHorizonTech

Before finalizing any of these names, it’s essential to conduct a thorough trademark search in your target markets to ensure the name isn’t already in use or protected. Additionally, checking domain availability for web presence is crucial. These names are designed to be easy to pronounce and remember, while also reflecting the innovative and professional nature of your AI tech company.

Surprised?

These results are profoundly disappointing. They lacked creativity and distinctiveness, which are critical for standing out in a competitive tech landscape. The names are not integrated enough. They are just words glued together, based on brand elements picked up randomly. We expected innovative and unique options, but these results fell short of capturing the pioneering spirit of our company.

Chain of Thought

Because coming out with a brand is a more complex and multifaceted process than what we have been trying to achieve so far, we are going to use Chain of Thought (CoT). This technique forces the model to take several steps to come up with our brand name, instead of going directly to an answer. CoT can be achieved by the several simple modifier: “let’s think step by step.” As this will increase the size of the answer, we will only ask for five names at a time.

Prompt 7B

Give me five potential brand names based on our brand elements. We need the name to be easy to remember, easy to pronounce in the top ten languages in the world, not used by any existing company. Let's think step by step.

Answer

Creating a brand name that resonates with your brand elements and is linguistically adaptable across multiple languages is a strategic process. Here’s a step-by-step approach to generating five potential brand names:

Step 1: Identify Core Themes From your brand elements, the core themes are AI, Mastery, Education, Integration, and Leadership. These themes will guide the brainstorming process.

Step 2: Brainstorm Keywords List keywords related to each theme:

AI: Intelli, NexGen, AI, Robo, Auto Mastery: Master, Expert, Pro, Skill, Craft Education: Edu, Learn, Teach, Guide, Insight Integration: Sync, Merge, Fuse, Blend, Uni (from “unify”) Leadership: Lead, Pioneer, Alpha, Prime, Chief

Step 3: Combine and Modify Keywords Create combinations or modifications that are catchy, easy to pronounce, and reflect the brand’s essence:

• IntelliPro
• EduSync
• MasterAI
• NexGenLead
• UniCraft

Step 4: Linguistic Check Ensure the names are easy to pronounce in the top ten languages. This involves checking phonetic simplicity and avoiding negative connotations:

• IntelliPro: Combines “intelligence” and “professional,” easy to pronounce.
• EduSync: Merges “education” and “synchronize,” simple and clear.
• MasterAI: Direct and to the point, combines expertise and AI.
• NexGenLead: Implies leading in next-generation technology.
• UniCraft: Combines “unify” and “craftsmanship,” suggesting tailored solutions.

Step 5: Availability Check Conduct a preliminary check to ensure these names are not already in use by existing companies, especially within the tech industry. This includes:

• Searching the internet and social media platforms.
• Checking domain availability.
• Searching trademark databases.

Final Selection: Based on the checks in Step 5, you might find that some names need tweaking or replacing. Ensure the final selection aligns with your brand’s values, voice, and personality.

These names are crafted to be memorable, globally adaptable, and reflective of your brand’s focus on AI and professional education. Each name also holds potential for strong visual identity development, which is crucial for your brand’s visual elements.

Significant improvement

The results are way better than the first time, but they still don’t meet our expectation. The usage of the Chain of Thought modifier forces the model to break down the process into steps, translating brand keywords into synomys and fragments, combining them to come out with something that looks a bit more like a brand name.

Here we have several options. We can just trust the system and generate a 100 names, hoping that in the quantity something brillant will emerge. Or we can try different advanced prompting technics. We can try to guide the model with what we believe should be the steps. We could use Tree of Thought to get different options to compete with each other.

Before we do that, we need to design an objective test for a good brand name.

Acid Test

A good brand name must evoque the company’s activity, strength, and value proposition. One of the weakness of most of the proposals from Prompte 7A is that they are too generic. Because they combine random elements of brand key words, they may miss the AI part, which is critical to our identity. So let’s design a very simple test.

In an empty conversation we will ask our model to guess what the company is doing, only supplying the brand name. We have to take an empty conversation, overwise, all previous discussion will influence the outcome.

Test Prompt

Based only on their names, explain what these 5 companies are doing: IntelliPro, EduSync, MasterAI, NexGenLead, UniCraft?

Answer

Certainly! Based on their names, here’s an educated guess on what each of these companies might be doing:

IntelliPro:

• Intelli suggests intelligence or smart solutions.
• Pro implies professionalism or professional services.
• Possible Focus: This company likely offers advanced, intelligent solutions for professional services. They could be involved in consulting, IT services, or providing smart tools for business optimization.

EduSync:

• Edu indicates education.
• Sync suggests synchronization or integration.
• Possible Focus: This company probably focuses on educational technology, providing platforms or tools that synchronize educational content, learning management systems, or collaborative tools for educators and students.

MasterAI

• Master implies expertise or mastery.
• AI stands for Artificial Intelligence.
• Possible Focus: This company is likely involved in developing advanced AI solutions. They could be offering AI-driven software, consulting services in AI, or tools that help businesses master the use of artificial intelligence in their operations.

NexGenLead

• NexGen stands for Next Generation.
• Lead could imply leadership or leading solutions.
• Possible Focus: This company probably focuses on leadership development or innovative solutions for the next generation. They might offer training programs, leadership consulting, or cutting-edge products designed to lead the market.

UniCraft

• Uni could refer to university or unity.
• Craft suggests creation or skill.
• Possible Focus: This company might be involved in higher education or specialized training. They could offer crafted educational programs, skill development workshops, or unique solutions for universities and educational institutions.

These interpretations are based solely on the names and common industry naming conventions. The actual services could vary, but these educated guesses should provide a reasonable starting point.

Unbiased Proof

Out of the five proposal, only MasterAI is close to our activities. All the others miss the target by a long shot. Be we can never register MasterAI. It is using common words, there are probably many companies already using these 2 words combined.

Tree of Thought

Now that we have a good test for judging a brand name, we will make a last try at getting the model to generate good brand names. This time we will use tree of thought, where we integrate in the same prompt instructions to create and test. We will do it with only one round.

Prompt 7C

We need a new brand name for our company, as we have significantly changed our focus. Taking into account the brand element listed above, we will go through these steps:

Step 1: five branding experts will go through the develop of brand names, going step by step.

Step 2: the chief branding officer will then review the brands, without looking at the brand elements, and try to guess, only with the brand name, what this company is doing.

Step 3: we will select the winning brand based on how closely the chief branding officer's prediction matches the actual company mission and value proposition.

Run this process for me.

Answer

Certainly! Let’s begin the process of developing a new brand name that aligns with your updated focus and brand elements. Here’s how we’ll proceed:

Step 1: Development of Brand Names As an expert in B2B branding, I’ll generate five potential brand names that reflect your brand elements. Each name will be designed to encapsulate your brand promise, positioning, and values.

Brand Name Options:

• AICatalyst : Combines “AI” with “Catalyst” to suggest a transformative force in AI education and integration for established companies.
• InnovateAI: Focuses on innovation and AI, highlighting your role in educating and leading companies through their AI adoption journey.
• AImpact Leaders: Emphasizes the impact of AI and your leadership in the field, aligning with your brand positioning as a leader in AI education.
• AI Ascent: Suggests a journey or rise, indicative of the transformative process companies undergo through your AI training and integration services.
• TrustAI: Highlights “Trust”, one of your core brand values, combined with AI, indicating a reliable partner in the AI integration process for established businesses.

Step 2: Review by Chief Branding Officer The Chief Branding Officer (CBO) will now review these brand names without access to the detailed brand elements. The CBO will attempt to infer what the company does based solely on the brand name provided.

CBO’s Predictions:

• AICatalyst: “This company likely provides AI solutions that accelerate business growth or transformation.”
• InnovateAI: “Seems like a firm focused on innovative AI technologies or education.”
• AImpact Leaders: “This could be a consultancy or educational firm that leads in AI implementation and impact studies.”
• AI Ascent: “Possibly a company that helps businesses ascend or improve through AI integration.”
• TrustAI: “Sounds like a company that builds trustworthy AI solutions or perhaps offers AI security services.”

Step 3: Selection of the Winning Brand Name The winning brand name will be selected based on how closely the CBO’s predictions match your actual company mission and value proposition.

Evaluation:

• AICatalyst and AI Ascent closely match the intended brand promise of empowering businesses with AI mastery and guiding them through their AI adoption journey.
• AImpact Leaders also aligns well, emphasizing leadership and impact in AI, which resonates with your positioning as a leader in AI education.
• Based on this analysis, AICatalyst might be the strongest contender as it encapsulates the essence of being a transformative force in AI for established companies, closely matching the CBO’s prediction and your brand’s mission.

This process should help ensure that the new brand name accurately reflects your company’s revised focus and resonates well internally before being presented to the public.

Improved, yet still Insufficient

AICatalyst is a good brand name. We could explore variations, such as CatalystAI. Unfortunately, both are taken by an association , and a service company .

Repeated execution of the same prompt yielded similar outcomes:

• IntegrateAI
• ClarityAI
• EmpowerAI

Next Step

If out first six prompts we were able to put together all our brand elements, getting to a brand name is not that easy. Even using some of most advanced prompting technics, such as CoT and ToT, we can’t get our model to generate a unique brand name that is not already in use. In fact, our prompts seem to be always generating brand names that have already been used.

We try a different approach in our next article , based on what we have learned from the above failed attempts. Register to our newsletter to get the next article in your mailbox.

If you want to know more about Chain of Thought and Tree of Thought, these technics are covered respectivelly in our Level 2 and Level 3 trainings. You can register here to our online trainings or our offline trainings .

Technology

The above answers were generated by gpt4-turbo, running on azure infrastructure, using our internal web application.

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